Podcasts have popped up practically everywhere, covering topics like business, personal finance, true crime stories and fashion. What’s more, their popularity continues to skyrocket. Launching a podcast is an excellent way to distribute any message. Podcasts can help your company to reach new audiences, whether to promote a product, improve your brand, or raise awareness about a critical issue.
According to Edison Research, approximately 80 million Americans (or 28% of the population aged 12 and up) have listened to podcasts on a weekly basis in 2021. It’s difficult to ignore this shift in consumer behavior, as an increasing number of people rely on audio for both information and entertainment. For public relations professionals and broadcasters alike, podcasts are more relevant than ever. Given that there are over 2 million podcasts as of 2021, they offer another popular outlet that brands can use to showcase their products and services. More specifically, podcasts provide a personal and meaningful way for brands to connect with potential customers. When potential customers hear real stories from your brand, they learn that the brand consists of real people. This helps you earn trust from potential clients to gain valuable authority and trust.
This article will look at how to write the perfect podcast guest pitch.
Why bother being a guest on a podcast?
Making a guest appearance on someone else’s podcast is one of the most effective ways for a brand to reach a new audience with little effort on your part. Guest podcasting is actually faster and easier than other methods of marketing your products. Appearing as a guest on a podcast is done after a bit of preparation and you only need to have a conversation and record it. Starring as a guest on someone else’s podcast can save you a lot of time and effort compared to creating your own video or audio. It’s also less stressful than doing live radio because any mistakes can be edited out.
You can make significant gains whether you appear on a popular podcast with thousands of listeners or a more niche one with a small, dedicated audience. Getting your message in front of a new audience is beneficial in many ways. For starters, you don’t have to put in the effort to build an engaged audience because the podcast host has already done so. If the listeners have faith in the host, some of that faith will likely transfer to your brand as well. After all, by featuring you on the podcast, the host is offering a vote of confidence in your brand. Since you don’t have to start from scratch to win people over, your efforts are much more effective because you have the benefit of instant celebrity status.
Getting on someone else’s podcast, in other words, will get you lots of exposure for minimal effort. It’s a no-brainer. In fact, these days, everyone is aware of the power of podcasts. As a result, getting booked on top shows is becoming increasingly difficult. That’s why your brand will need to devise a captivating pitch that will cause hosts to pause, take notice, and respond.
How to prepare before writing a podcast pitch
A good pitch is an art form. However, with a bit of guidance and practice, anyone can master it in no time. Here are some things to think about when putting together a pitch.
1) Understanding your needs
First and foremost, you must determine what you truly desire from this experience. Are you trying to promote a new book, expand your podcast audience, or gain exposure for your company? Whatever it is, you need something to drive you. You will find it easier to decide what types of podcasts you want to make a guest appearance on and pitch yourself once you have identified your objectives.
2) Invest time in research
A pitch that shows an apparent lack of understanding of the podcast or how it works will be tossed out without hesitation. As a result, you should conduct preliminary research before you start on sending pitches. You can start by looking for podcasts that regularly feature guests so that you can save time. If a particular podcast doesn’t feature guests in any of their episodes, keep in mind that you’ll have to go above and beyond the standard pitch to capture their attention and encourage them to consider having you as a guest.
Using a PR tool like Pressfarm makes finding podcasts a straightforward process. The media database contains over 1 million journalists and other media contacts including podcasters. What’s more, you can search for information by individuals, industries, and locations, making it easy to find one that fits your niche and purpose. If you’d prefer to have the hard work of building a media list done for you, Pressfarm is up to the task with an account executive who can personally build custom media lists for your brand.
You should be looking for two main things; a podcast theme that makes sense for your business story and an audience that matches your customer demographic. You want to make sure you pitch the right story to the right person, just like in traditional PR outreach. Location can also be crucial. If your company is focused on a specific region, a voice from that region may have more clout with listeners than a national or international podcast where people aren’t aware of the product or service.
In addition to connecting you with the best podcasters in your niche, Pressfarm can also help create quality content that will appeal to these people. With a professional press release, some attention-grabbing feature articles and an eye-catching media kit, you can capture media attention when it matters most. In addition to creating this content for you, Pressfarm can distribute it widely to your target audience. By submitting this content to the right media outlets, startup directories and professional networks, Pressfarm can ensure you rank in relevant search results across different search engines.
With Pressfarm, your podcast outreach strategy can attract attention from the right people.
3) Listen and learn
Once you find a podcast that you’re interested in featuring on, you must first listen to at least a couple of episodes before making a pitch. This will help you to determine whether or not they are a good fit for the podcast. You should also take notes while listening, as this will help you to personalize your pitch later.
Imagine this scenario. You are at a birthday party, and someone you don’t recognize wants to start a conversation. The introductions that this person can use when trying to initiate contact include:
- Hi! What’s your name?
- Hi! I heard that you know …… from high school. Aren’t they great at hosting parties?
While both introductions are perfectly fine, it is a lot easier to start a conversation with the second because this establishes a personal connection with the person you’re talking to. The same idea applies when a company is trying to reach out to a media professional or podcast producer.
In other words, you will want to learn a little about the podcast before making a warm pitch. Listen to a few episodes to get a sense of the themes, types of questions asked, and interview style of the host. You should also take time to think about your brand personality. If you’re new to podcasting, you might want to start with lighter, more casual podcasts instead of podcasts that are humorous or serious.
4) Think about what you can bring to the table
We’ve already touched on this briefly, but you must make your pitch ideas relevant to the podcast theme without repeating what previous guests have said. You must understand what knowledge you can bring to the table and what unique insights others may lack. Your goal should always be to demonstrate that you have something to contribute to the discussion.
You should also not be afraid to think outside the box. You can pitch to podcasts that aren’t directly related to your expertise as long as they have a relevant angle.
5) Craft a story
Podcasts rely on excellent storytelling to stand out from the crowd. This means that your podcast pitch should promise a gripping story that will keep listeners interested and engaged. When creating a podcast pitch, you should concentrate on the benefits to the podcast listener. The pitch should describe your subject expertise and the specifics of the valuable information that you can provide.
6) Get the tone right
The key to a successful podcast pitch is to not only capture the podcaster’s attention but also to get to the point quickly. The host is likely to be inundated with pitches. For this reason, they will appreciate a concise email that gets right to the point. In fact, such an email is more likely to receive a response. While there is a time and place for waffling, it is not now.
You should strive for a more human tone rather than one that is robotically polite. The most successful podcast guests are those who inject some of their own personality into their pitch. Podcast hosts are looking for someone who will be interesting to listen to, so if you infuse your personality into your pitch, you’re more likely to capture attention.
7) Use previous credentials
Any relevant experience that your company has with podcasts helps to establish that you will make a good podcast guest. For example, you can share a link to the podcast that you host and other podcasts that you’ve been a guest on. This will prove that you know what you’re doing. If you already have a following, you should include links to your social media pages. It’s also worth mentioning that you would be promoting the episode so that the host can benefit from your audience, while you’re benefiting from theirs.
While having a large audience is beneficial, you should not be discouraged if you do not have one. As long as you can convince the podcast host that you have something that can add value to their podcast, you’re likely to get their attention. For this reason, having excellent talking points prepared is essential.
8) Follow up
Podcast hosts are constantly bombarded with pitches. As a result, you should not be concerned if you do not receive a response right away. This might simply mean that the hosts haven’t had a chance to read the pitch yet. You should feel free to send a polite follow-up email if it’s been a few weeks. This will ensure that your pitch does not get lost in a host’s sea of emails.
Furthermore, because podcasts require consistent content, you should regularly check in with the producer to see if they need any additional content. While you don’t have to start from scratch each time you reach out, it’s not a good idea to hit re-send on the original email. Instead, you should continue brainstorming new podcast topic ideas and send a follow-up using these ideas as an excuse to contact them again. This means that each point of contact will provide the podcast guest with something new to think about.
Podcasts have become a popular medium for people to consume their information or get their entertainment. In fact, consumers of all ages and at all stages of a buyer’s journey rely on podcasts to learn new things. It therefore goes without saying that knowing how to write the perfect podcast guest pitch is an essential skill if you want to put your brand in front of the most engaged podcast audiences.